Mission & Milestones
Blue Square Alliance
In 2019, the rising tide of Jewish hate and all hate in America galvanized Robert Kraft to focus his entrepreneurial and philanthropic efforts to establish Blue Square Alliance Against Hate. Our mission is to uniquely reach unengaged non-Jewish Americans, moving them to become active allies in the fight against hate.
We do this through a fact-based, non-confrontational, and actionable approach that addresses the root cause of Jewish hate and all hate at scale.
From Founding ➔ Now
Robert Kraft accepts the Genesis Prize and announces he will launch a new alliance against hate.
June 2019
August 2020
Blue Square Alliance launches our digital monitoring capabilities, powered by Brandwatch
Together Beat Hate [tbh] launches website and social media platforms
BSA’s Command Center opens at Blue Square Alliance headquarters at Gillette Stadium
September 2020
June 2021
Our 500th post is published to social media
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Our 1,000th post is published to social media
February 2023
The Alliance partners with Brandeis University, providing students with hands-on experience in combating contemporary antisemitism
March 2023
Bank of America announces a partnership & financial commitment with BSA
The Blue Square took over TV screens and the country with features on the Kelly Clarkson Show, The Voice, TODAY, and Watch What Happens Live and on billboards in Times Square, taxi tops and bus stops everywhere.
The #StandUpToJewishHate campaign is highlighted on the Senate Floor for the first time by Senator Chuck Schumer (D-NY)
April 2023
BSA is named in the White House’s U.S. National Strategy to Counter Antisemitism
May 2023
BSA wins 2 Cannes Lions Awards in PR for the Stand Up to Jewish Hate message
June 2023
adidas announces a portion of Yeezy sneaker sales will be donated to The Alliance
July 2023
October 2023
BSA hosts the inaugural Sports Leaders Convening at Gillette Stadium
BSA collects its 10,000th unsolicited individual donation
BSA reaches $1M in unsolicited online donations
November 2023
BSA launches its inaugural research study, investigating how Americans feel when it comes to antisemitism and hate
December 2023
January 2024
First-ever convening of major league sports commissioners hosted by BSA at NFL headquarters in New York. Attended by NHL Commissioner Gary Bettman, NFL commissioner Roger Goodell, NBA commissioner Adam Silver, MLB commissioner Rob Manfred, Women’s National Basketball Association commissioner Cathy Engelbert, National Women’s Soccer League commissioner Jessica Berman, Major League Soccer commissioner Don Garber and NASCAR president Steve Phelps.
BSA’s first 30-second Super Bowl ad plays featuring Dr. Clarence B. Jones
February 2024
BSA, in partnership with UNCF and Hillel, host the first unity dinner in Atlanta
March 2024
Blue Square upstanders present New England Patriots’ 3rd round pick at 2024 NFL Draft
April 2024
BSA ships over 300,000 Blue Square pins to local Hillel chapters for graduation
May 2024
Senator Chuck Schumer (D-NY) discusses the Blue Square campaign during his speech at the Democratic National Convention
August 2024
BSA reaches $2M in unsolicited online donations and collects its 25,000th unsolicited individual donation
The Command Center publishes its semi-annual research survey revealing Jewish Hate Is Escalating In The United States
September 2024
October 2024
#TimeoutAgainstHate campaign launches, bringing together sports figures and icons from 8 major leagues
For Super Bowl LIX, Snoop Dogg & Tom Brady join forces in the fight against all hate.
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February 2025
BSA, in partnership with UNCF and Hillel, host the Unity Summit in New Orleans featuring panel discussions with college and professional athletes.
BSA, in partnership with UNCF and Hillel, host the Unity Summit in New Orleans featuring panel discussions with college and professional athletes.
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September 2025
Blue Square Alliance and the Appeal of Conscience Foundation unite more than one million people of faith nationwide for Stand Up Sunday, a shared call to stand against antisemitism and all faith-based hate.
Blue Square Alliance launches When There Are No Words during the Kansas City Chiefs–Detroit Lions broadcast, the Alliance’s first national advertising campaign under its new name.
October 2025
November 2025
BSA brings together sports leaders, athletes and team owners representing the NBA, NFL, MLB, NASCAR and other major organizations to advance the fight against hate through the power of sport.
In partnership with UNCF and Hillel International, BSA hosts a Black-Jewish Unity Summit in San Francisco during Super Bowl week, bringing college students together for meaningful dialogue and connection.
February 2026
February 2026
BSA’s Sticky Note campaign debuts during Super Bowl LX, reaching an audience of more than 120 million with a message that even a small act can make a meaningful difference in the face of antisemitism.
Students from BSA’s Unity Dinner program take the stage at the 2026 NFL Draft in Pittsburgh to announce a pick and share the Stand Up to Hate message.
April 2026
April 2026
The accompanying Unity Dinner brings students together with national and community leaders, featuring remarks from Roger Goodell, Pennsylvania Governor Josh Shapiro, Jim Rooney and Charlie Batch.